If you ask me

Failure to communicate is not an option

Research demonstrates clear link between effective communication and student success

Bob Noyed is president of the National School Public Relations Association. He is also director of communications for Wayzata Public Schools in Wayzata, Minn. He has worked in the school public relations profession for more than 20 years. To receive a copy of the NSPRA white paper, send an e-mail to whitepaper@nspra.org.

Over the years, I have had many opportunities to work with school board members, superintendents and other school leaders in districts across the nation. In most of these districts, there is a recognition that communication is a critical part of making strong connections between a school district and its community residents.

While this still remains true, a recent review of educational research has clarified a more significant role for an effective communication program. According to a white paper recently released by the National School Public Relations Association, communication to boost parental involvement and develop better understanding of what schools do is critical to student achievement.

The white paper, “How Strong Communication Contributes to Student and School Success: Parent and Family Involvement,” compiled and reviewed research investigating the links between effective school communication and parental and community involvement. It is part of the Communication Accountability Project that NSPRA has initiated to demonstrate that an effective communication program is essential for every school district to be more effective.

One of the other major findings in the white paper is a call to action for every district to train its employees to be more effective communicators. According to the research, at schools where teachers reported high levels of outreach to parents, test scores grew at a rate 40 percent higher than in schools where teachers reported low levels of outreach. Here are a few ideas to improve connection between teachers and parents:

• Start with training: Many teachers and other school employees may not understand how to most effectively and efficiently communicate with parents. Providing basic communication training to these employees is a great first step.
• Establish expectations for communication: If communication is going to be seen as important by teachers, it needs to be expected of every teacher. Working with a group of them, establish an expectation of how often teachers need to communicate with parents—and hold employees accountable to this expectation.
• Communicate in small pieces, not big chunks: Long, complicated newsletters and other materials are not usually widely read by parents. Provide information in smaller pieces so it is easier to understand, and make your communication to parents more habitual.
• Take advantage of technology: More and more parents have access to e-mail, either at home or work. Sending a short e-mail once a week or once every other week is a cost-effective way to share information. Include a two- or three-three sentence summary of what you want parents to know, and then provide a link to your Web site for more information.
• Focus on key messages: Determine three or four key messages or ideas that you want to communicate to parents and community members, and repeat them on a regular basis. It is easier to remember information if it is focused on specific messages.

While most school districts have some communication activities in place, what is often missing is a sustained communication program. Effective communication cannot happen just once or twice a year, or only be connected to a referendum. Use a variety of communication strategies to reach all parents and residents. Here are a few ideas to improve your district’s communication program:

• Assess your district’s communication program: Conduct an audit of your communication effort and find out what’s working, what isn’t working and what needs to be done to make your effort more effective.
• Develop a communication plan: If you don’t have a plan, effective communication will never happen. Lay out your communication objectives, and then develop strategies to meet each objective.
• Identify and seek out opinion leaders: There are people in every community who are able to influence others. Identify these people and regularly communicate with them so they can share information with others in the community.
• Explain reasons behind decisions: It is not enough to just convey a decision or the outcome of an issue. It is necessary to help people understand the reasons and process that led to that result.
• Communicate from the inside out: We need to communicate with both internal and external audiences, but all communication should start with internal audiences. Your own staff can help you communicate with parents and community members.
• Make communication and building relationships part of everyone’s job: No one person can do this alone. Everyone needs to know that they are a critical part of the district’s communication effort.

Communication from schools and districts must be seen as an investment in the greater success of students. It is not an option, but an integral part of every high-functioning school district.